Superunion, the new brand agency that combined the expertise of five WPP brand agencies — Brand Union, The Partners, Lambie-Nairn, Addison and VBAT is taking shape. Led by Jim Prior as Global CEO and Simon Bolton as Executive Chairman, the agency will be led by Majdoleen Till, Regional Managing Director in the Middle East.

While VBAT will continue to operate under the VBAT name, by combining these five specialist agencies, Superunion is able to work with marketers across a broader spectrum of critical audiences than its competitors.

“This is an exciting time for our business and our clients in the MENA region. From the transformational nature of technology to the drive towards economic diversification, we are experiencing unprecedented change across the region. Change that will undoubtedly shape our future,” said Ms Till.

Superunion has a network of 750 people, with 23 offices in 18 countries, and client billings in excess of USD 100 million worldwide. Superunion clients in the Middle East clients include Dubai Ports, Jazeera Airways, Etisalat, Dulsco and Kizad.

“As a business, we strive to lead from the front and the creation of a new ‘super’ agency will give our clients access to an unrivalled set of capabilities at both a regional and global level. By combining the strength of five separate agencies, each with a strong skillset, will ensure we provide our clients with cutting-edge, creative solutions in a digitally-driven age,” Ms Till added.

“The world needs creative solutions to stimulate growth, in a way that traditional approaches alone cannot achieve, which is why we have formed Superunion. That creativity has to be applied at the centre of the business, where it can affect things like innovation, product and service, recruitment and retention, culture change, people’s experience of the brand, and the driving purpose of the organization. We will offer more integrated services, high level strategic relevancy and closer connections to audiences, building stronger brands that drive our clients’ success,” said Mr Prior in a press statement.

“We want our clients and their brands to build great, mutually beneficial relationships with their customers, various stakeholders and society at large. While it’s a big goal, we believe it gives them a much bigger chance of long-term success. Using our core principle of creative optimism and bringing the power of creativity to organizations, we are creating union that drives business growth,” added Mr Bolton.